SEO – Quality Content More Important Today

SEO Quality ContentSearch engines are important, but today, it’s more important to our integrated marketing communications efforts to create quality content online… for humans… our customers and potential customers… who will actually be reading and responding to that content. This was not always the case. As Small Office Communicators, many of us learned that writing for search engines to gain traffic was critical. Today, search engines are much more sophisticated… which means that our communications to our customers must also get more sophisticated. That doesn’t mean trying harder to fool the search engines – which is what people used to do; no, it means providing valuable content that our customers are actually looking for. AND, providing more of it as search engines are always looking for web sites with new and fresh quality content. Since you and I know that we are using all the tricks and tools we learn about marketing and search engine optimization to help our customers, the search engines new found “talent” for sniffing out quality content can only serve us for the better.

So with these changes in the way search engines work, if we want to compete, we need to focus on high quality content rather than just throwing any old, keyword soaked content at the web and hoping for the best. The higher the quality of the content we offer, and more of it, the more relevant to our customers we become, and the closer we’re going to appear to the top results on SERPS (Search Engine Results Pages) when people look for the information that we have.

So what is Quality Content?

Today, the content we offer our customers must be well developed and researched – it’s not hard to research what we want to say before we say it. And it’s important our content be accurate and reflect our in depth knowledge of the topic that can only come from experience and research. And if it’s not well written, it’s going to look and sound unprofessional and won’t get the results we want for our businesses.

Though well written content is imperative, you don’t have to have perfect grammar, or write college level material (unless appropriate for your audience). But you must use language and style – the “voice” of your writing – common to your target audience… your market. You don’t want to talk down to people or over people, as I’ve said before, your written voice should be similar to the voice you would use talking to a friend or someone to whom you would like to introduce your product. So your online content writing needs a deep understanding of both your market and your audience.

Then, a mix of both current content and evergreen content will promote your, “authority” in your market space. Current topics keep your customers/readers up to date with what is going on in your market – which they need to know. And evergreen content expands your image as the, “go to” source for information… and search engines like offering sites with broad appeal… when they send people to sites to which they “stick,” the search engine knows that users will be back for more searches – and they will make money from some of those visitors – that’s how they stay in business… god for them and good for us!

Then expand your content offerings to expand your audience and attract more readers… and customers. You can also include:

  • Blog posts
  • White Papers
  • Articles
  • Tutorials
  • eBooks
  • And more…

It’s also an excellent idea to create and offer content in many forms:

  • Text
  • Video
  • Audio
  • Infographics

As search engines today get more and more sophisticated, and we as marketers, offer more and more quality content for our readers, the engines will move us toward the top of search results and send more and more knowledge seekers our way. That can be nothing but good for our businesses.


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